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Jeremy peters in the times details a new $50 million by bloomberg to challenge the nra on gun control. it will be called every town for safety and be bank rolled by the former mayor himself. unlike his efforts which largely consists of buying tv ads it's a grassroots operation to rival the nra. when asked if his own person season that a big mayor from new york could undercut those. his quote was i don't know what your perception is of the name blackberg around the country, he said every place you go, you're a rock star. people yelling out of cabs, hey, way to go." and on the way of tackling ob...

>> yeah. >> huey -- >> not huey -- was it earl? >> it was earl. anyway, we'll get to that later. >> so, new york city mayor mike bloomberg. we were just talking about him in the previous story. if you thought leaving office would be rest and relaxation for bloomberg, think again, jeremy peters in "the new york times" reveals a $50 million plan that bloomberg challenges gun legislation. the new group will be called "every town for gun safety" and bank rolled by the former mayor himself. 50 million bucks. with tv ads, but the new group will focus on being a grassroots operation to rival the nra....

Operation here in the state, he said it might not be -- the demographic might not be there yet. the straemg of how they approach that 254 counties here in texas, they magt not be able to win over those counties but they want to be able to reach people in the rural areas, suburban women, to try and get those segments of the population they haven't been successful with in the past. >> you know, victoria, to that point, jeremy bird. that name should sound familiar. he ran the grassroots operation for president obama. no question she is going to have a pretty state of the art sort of grass roots u...

Editor and now chief correspondent. he's the author of "collision 2012: obama versus romney and the future of elections in america." honor to have you here, dan. >> great to be here. >> let me start with something you talk about early on. you say, hey, the obama campaign did something really different. we hear a lot about these political celebrities, the ad men, et cetera. you say the soul of the campaign was this vaunted field operation, the door knockers. and that obama, especially in the re-election, managed to fuse them with the internet in a new way. what happened there? >> well, the soul...

In spending. not just in terms of direct giving to candidates but in the ground game. and in the -- lot of money being spent to talk to individual voters. real grassroots operation, if you can call it that you can replace the donation but it is harder to replace a vote. we have seen a lot more activity on the ground game. >> what was your experience lobbying some of the names? >> frankly, just towing the party line. you know, same old rhetoric and lies. i had one staffer, you know, suggest to me a background check was going to cost $125. that's ludicrous. dealers don't charge that and the comp...